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Following closely on the heels of my (admittedly quite late) look back at our October issue, let’s take a gander at the November book, which is headlined by a cover feature on well-known shoe and apparel brand Timberland. Our second issue under our sleek new masthead and tagline also features our annual look at the travel marketing space and an update on the technological advances driving the expanding home shopping space. And, as usual, there’s the latest look at media billings statistics, as well as a trove of intriguing thoughts and opinions in our column well. Let’s take a look at the issue’s highlights and how the key stories came together.

In early June, I attended an educational session at the IRCE event in Chicago featuring Timberland’s Frank Hwang and representatives of Olapic, an agency specializing in maximizing the effects of user-generated content. Rightfully intrigued by the success of the company’s “We Built It, You Made It” campaign for its iconic Yellow Boot (yes, that’s Frank sporting a pair on the cover), I spoke with Frank and the Olapic team after the session. Upon returning home, I was connected with Nora Garrity, Timberland’s senior PR manager. With Nora’s tremendous assistance, we began to build what became this three-pronged cover feature, which includes interviews with Frank, Mike Isabella, the company’s consumer engagement director (also on the cover), and Jim Davey, Timberland’s vice president of marketing. If you missed the link above, click here for Timberland’s story of using performance-based marketing to promote such a strong brand in this consumer-centric era (and, yes, the headline indeed comes from the classic John Coltrane song/album): Giant Steps

One of our key freelancers, Nicole Urso Reed, says urges for one-stop shopping and personalized service are tweaking travel marketing in new and different ways. Yes, the power of the Expedias, Orbitzes, and other all-in-one discounters is here to stay. But discerning travelers are seeking more: more chances to check out reviews and book in the same place (think TripAdvisor); and more opportunities to create their own specialized itineraries with the help of local or demographic experts — think old-school travel agents, but better. Check out the story for more: All-Inclusive Adventures

As anyone who’s been around more than a few years knows, the home shopping TV networks are the (still living) ancestors of today’s e-commerce megasites. So, if you thought that QVC acquiring HSN and becoming the nation’s third-largest e-commerce player was the story of the year in home shopping, well … yea, you’re right. But, as usual, freelancer Bridget McCreadigs deeper to find that some of the smaller, more nimble players are driving advances in the home shopping space, particularly through the use of mobile apps and other digital technologies. Here’s that link again: Home Shopping’s Digital Evolution

In a timely Support Services column, Moulton Logistics‘ Patrick Moulton says a marketer’s job is only half done when they make it to a home shopping network. With more home shopping outlets now preferring drop-shipping, what do marketers need to know about this particular back-end service?

Barbara Kerry‘s Production House column tackles the other end of the generational spectrum, as Script to Screen‘s leader says that TV remains a powerful tool to reach Boomers, who still hold much of the nation’s spending power.

Finally, the inspiration for my Editor’s Note column about valuing the power of experiences over the accumulation of things (and what that might mean for marketers) came partly from an October spent attending the National League playoffs and World Series at Dodger Stadium. Though my childhood team (yes, the Dodgers) eventually lost Game 7 of a great World Series to the Houston Astros, the experience of attending all eight of L.A.’s 2017 home playoff games is one that will live with me forever. Reaching consumers’ indelible memories to create an emotional attachment to a brand is a strategy as old as advertising itself (just see the “Mad Men” clip I reference in the column). But what’s different about consumers today? That’s where the column has some thoughts you might carry ahead: Consumers Can Power Campaigns With Powerful Experiences

With each of our three nominees for the Marketer of the Year Award having been featured in a cover story during the preceding calendar year, the competition for the 2017 DRMA honor (and second cover feature in Response) was one of the fiercest in years. Of her company’s victory, Cally Everett, vice president of marketing for Boll & Branch, says, “We have always made decisions as a company based on what’s right for us, not what our competitors are doing, and it’s encouraging to see that our approach is resonating with consumers and other marketers alike.” If you missed the link above, read more from Everett, Monster’s Chris Owen, and Highmark Health’s Chris Zdanowski by clicking here: Blanketing the Competition

Freelancer Doug McPherson speeds directly into traffic — social media traffic — in his look at marketing in the automotive space. Manufacturers, dealers, and others involved in auto marketing are finding great success online — particularly using Facebook — to reach, groom, and eventually sell to new car buyers. Miss the link above? Here it is again: The Wheel Deal

Beyond the shocking stats — such as Facebook and Google owning 85-percent of digital advertising’s growth during the past year — just what is it about these two behemoths that’s drawing marketers to give them so much advertising budget? What can other digital ad outlets do to compete — as Amazon begins to flex its muscles, as well? And what can marketers expect from the digital advertising space in the coming year(s). Freelancer Bridget McCrea digs deep for a few answers that could help. Here’s that link again: The Gigantic Digital Ad Duopoly

Taking a look at DR marketers’ motives and opportunities, Higher Power Marketing‘s Peter Feinstein says helping consumers — especially in the auto loan or student loan spaces — manage their debt loads should be under consideration in this Guest Opinion.

One could say that September’s cover feature was a long time coming. After all, Keith Mirchandani has led Tristar Products to a series of mega successes using long-form DRTV and the now tried-and-true DR-to-retail model. You know them: the Ab Roller, the Jack LaLanne Juicer, the Genie brand of women’s intimate apparel, and — most recently — the Copper Chef brand. (Side note, I interviewed LaLanne for a June 2003 Response cover story. Still one of my favorite interviews of all time.) The company also won the sixth DRMA Marketer of the Year Award in 2014, earning part of a cover with fellow finalists Euro-Pro and Zumba Fitness. Turns out we caught Mirchandani at the right time for an intriguing interview, as he says Tristar is focused on the digital future. His thoughts about Amazon feel revolutionary to anyone who’s spent a lot of time around many traditional DR marketers who seem resistant to change. If you missed the link above, here it is once again: Product Power

Many experts believed — for some time — that consumers would never transition away from buying CPG products only at brick-and-mortar retail locations. But technology has a funny way of making such predictions look foolish, eventually. And with CPG marketers following the lead of success stories like Dollar Shave Club, Charlie’s Soap, and others, the CPG e-commerce revolution is well underway. What should you expect in coming months and years? Our feature from freelancer Doug McPherson has some answers: CPG Market: Toilet Paper Cleans Up … Online

As video marketing becomes prevalent everywhere — from that 50-inch flat screen in your home to the 4-inch screen in your hand — it’s leading the way to a true convergence of media, technology, and commerce that’s serving both the marketer and the consumer in equally efficient ways. As we transition to our new tagline later this month — the magazine for media, technology, and commerce — this feature from freelancer Nicole Urso Reed tells part of the story about why we’re heading in this direction: Prime Time, All the Time

Our monthly direct response TV and radio media billings wrap up first-quarter 2017 results with a look at Kantar Media‘s DR radio results. After a five-quarter-long winning streak, DR radio finally gave back a little of those gains, dipping 7.9 percent compared to 1Q 2016 results. Still, the quarter’s total spend marked the second-best 1Q result during the past decade — so there’s no need to panic. For a full look at 1Q 2017 DR radio media billings, click here: Radio Loses Volume in 1Q 2017

Don’t miss these solid column submissions that give weight to the September issue, as well:

My Editor’s Note column sets the stage for Response Magazine’s coming brand refresh, while also dropping the news of our complete rebrand of our annual three-day event as MTC Expo. Yes, you’re going to be hearing a lot about the convergence of media, technology, and commerce. But it’s exactly where the business is headed — and we’re going to be right there with it, if not a step ahead. If you missed the link above, here it is: We Stand at the Intersection of Media, Technology, and Commerce